2017 DIGITALTRENDS

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2017: NEW LANDSCAPE, NEW EXPECTATIONS Data and predictive analytics are rapidly evolving how we target customers and develop integrated communications plans that flow seamlessly across channels. Today it’s possible to pinpoint exactly where to find your most likely customers and even know just when to connect with them.

The one thing the numbers can’t tell you: how to best engage those customers.  

That’s why we collect trends. Trends show us those shifting customer expectations. They reveal data and clues about changing habits and preferences. They uncover brands that are making unique connections and getting to white spaces first.

Answering that requires a different set of questions, like... What expectations

do people have for those channels?

What do people really want right now?

What experiences will stand out in increasingly

crowded spaces?

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For healthcare marketers there are four types of trends that can reveal new opportunity:

CONSUMER Expectations created by media, peers and entertainment

COMMUNICATIONS Shifts in how brands are earning time, attention and loyalty

HEALTHCARE New realities in accessing, giving and receiving healthcare

DIGITAL Behavior changes influenced by technology, tools and devices

inVentiv Health Communications GSW 2

This year, we worked with over one hundred trend spotters from across the inVentiv Health global footprint to identify the shifts most relevant to healthcare marketers. These trend spotters work on the front lines of our business and bring us insight and clues from across the industry and well beyond it.

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2017 DIGITAL TRENDS This year, the digital highlights include a big boom in voice

interaction, unbustable filter bubbles, and crushes on

curators.  People have stopped listening, started texting with

their brand buddies, and can’t wait to go live. They’re mixing up

real and virtual realities, latching onto headlines, and trading in

their infographics for more meaningful numbers.

See those trends and more on the following pages.

Imagine a world where everyone agrees with you; one filled with all

the things you like and the kinds of people you like, too. For many of

us, that world exists every time we go online. The liking, sharing,

connecting and shopping we’ve done there has taught the algorithms

that curate content on the web just how to delight and infuriate us in

all the right ways. The result is a view of the world that is filtered to

nod along and agree with a user’s every tap or click. In 2016, we saw

those filter bubbles blamed for driving the momentum to Brexit and

leaving many Americans saying, I don’t know anyone who is voting

[for the other candidate]. In 2017, filtering will become a new ethical

fault line – one that asks people if they can be effective citizens with

only one viewpoint and demands that companies clarify the line

between personalization and censorship.

OVERSTATED. 01

BLUE FEED, RED FEED

To help show just how different the Facebook feeds of liberals and conservatives in the U.S. really are, the Wall Street Journal developed an aggregator of real-time conversations. “By peeking through the looking glass of each party and comparing them side-by-side, the tool shows the striking differences in content curation that emerge just from the news and feeds you tend to “like” and “share.”

Wall Street Journal, 2016

EVERYTHING IS TRUE AND NOTHING IS TRUE

The new media ecosystem “means everything is true and nothing is true. An explanation of climate change from a Nobel Prize-winning physicist looks exactly the same on your Facebook page as the denial of climate change by somebody on the Koch brothers’ payroll. And the capacity to disseminate misinformation, wild conspiracy theories, to paint the opposition in wildly negative light without any rebuttal—that has accelerated in ways that much more sharply polarize the electorate and make it very difficult to have a common conversation.”

President Barack Obama, 2016

A BIGGER FOCUS ON FRIENDS AND FAMILY

Facebook users do not want to miss important updates from friends and family. In response, Facebook is changing their algorithm. Publishers’ content will show up less prominently based on the new changes to the way Facebook’s algorithm delivers news to the more than 1.65 billion users. With 44% of adults regularly reading news content on the site (Pew Research, 2016), publishers will have to develop new ways to reach consumers.

NY Times, 2016

DON’T GET TRAPPED

“Many users get trapped in filter bubbles by accident by engaging with liking, sharing and commenting on content from their favorite websites. Combine this with marketing personalization, algorithmic filtering and ad tracking, and users can easily spend all their time online in a filter bubble.”

Kimberlee Morrison – Author for Social Times, 2016

01OVERSTATED. 2017 DIGITAL TRENDS

inVentiv Health Communications GSW 5

44% of adults regularly get their

news content from Facebook

Monumental advances in technology have made it almost impossible

not to accept – and even expect -- the services of the computers all

around us. They welcome us home by turning on the lights and

adjusting the temperature to our personal demands. They leap to

attention to recommend a recipe or reorder a product. Our

augmented lives are increasingly characterized by our ability to

delegate to the devices. In 2017, the much-proclaimed Internet of

Things will continue to inch into our lives, one small servant device

at a time. Are we becoming gods? Or is it titans?

TITANS OF THINGS

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CONNECTED GROWTH

A recent study by Verizon shows the expansive growth of the network connections of the Internet of Things:

THE UK’S GOVERNMENT IS ALL IN

With £9.8 million in funding from the Engineering and Physical Sciences Research Council (EPSRC), the UK government has created a new Internet of Things think tank. This is part of the larger IoTUK fund that has a goal of becoming the forerunner in the field.

The Inquirer News, 2016

WHOOP – PREDICTIVE ANALYTICS

The more metrics a wearable can track the better, right? Whoop is a new wearable on the market that dives deep into both reactive and predictive analytics. Collecting a slew of biometric data desired by athletes, this device also reports how well you recovered during the night. All these abilities come at a premium. For a single user, the service runs $500-$5,000. Monitoring a whole team runs the tab up to $100,000.

WT Vox, 2016

THE NEXT INDUSTRIAL REVOLUTION

“IoT has the potential to transform multiple industries so warrants the description ‘the new Industrial Revolution’ – whilst technologies such as cloud, analytics and security are fundamental aspects of a good IoT implementation, it’s more about the changes in business model that IoT offers many businesses to create new service models and profit streams. This is allowing many small businesses to create competitive advantage.”

Simon Porter – VP – Commercial Sales, Europe, IBM, 2016

02TITANS OF THINGS 2017 DIGITAL TRENDS

inVentiv Health Communications GSW 7

Verizon Research, 2016

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Healthcare/ Pharma

26%

Agriculture

33%

Transportation/ Distribution

49%

Home Monitoring

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Smart Cities

43%

Energy/ Utilities

58%

Remember that wearable that would count your steps? Or that

medical device that might remind you to take a treatment? That was

just the beginning. In 2017 some of our favorites technologies are

being unleashed! They’re making decisions on their own and

automatically initiating support, help, and even medication. Using a

series of rules-based auto-actions, these new tools are set to

improves lives, safety, and, of course, keep us all better connected.

MORE THAN MEASURE

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A REACTIVE VEHICLE

Thirty-nine car and truck brands are developing vehicles that automatically keep us safer on the roads with these featur